Executive Summary
A countryside is a wonderful place and a source of different products produced and distributed over the local area. As a rule, the growers of fruits and vegetables and producers of wine and other products that can be considered naturally grown or produced are not able to constantly promote their products to the market. However, such global movements as the ‘slow food movement are interested in informing people about terrific places and natural food that is slowly grown to be cooked. Thus, the Chittering Festival that was held last year in the Chittering Valley and is going to be held this year is one of the events that are aimed at promoting a healthy lifestyle and making people aware of the places like this valley, and making them buy naturally grown and slowly cooked products.
The promotion is performed through cooking demonstrations and wine samplings. The producers and growers are encouraged to show people their goods and persuade them by letting the products taste that the natural products grown in the local areas are better than those from the supermarkets and make people buy the local products. As some of the local restaurants are based on cooking the food from the products grown in the valley, people are likely to learn about the real tastes of food in those restaurants because the chefs are presenting their dishes to the public.
The target audience includes genuine lovers of good wine and tasty food; which attracts the families that can evaluate the quality of food, wine, and other products represented at the Chittering Festival. As the budget for promotion and advertising is not large, the main coverage of the event will be performed through press releases and radio interviews. Moreover, the chefs having cooking schools and cooking for restaurants that participated in the event last year can inform their students and customers about the event as it is likely to attract more customers to their establishments. As the producers were encouraged to share their products and benefited from this getting potential customers and selling their products. After the event, its results will be presented in a specialized magazine about food.
Introduction
Background
The Flavours of Chittering Food & Wine Festival is a one-day event that is held in the day time because at night the valley is littered with kangaroos; as the participants of the event arrive by cars, they can by accident damage the animals. So, the event is based on the concept of slowly grown and cooked natural products that consist of ones grown and produced by the wine producers and farmers of the Chittering Valley.
The event took place at the same location last year and the next experience is looked forward in September of the 2010. One of the main mottos of the current event will include the combination of the equal balance of good food and wine and different layers and different flavours for the festival is targeted at people with different income levels; so, products of different price brackets will be presented. This year the event is supposed to be a family-like and additional coverage by media is not required.
The event will include a long-table lunch on winery cooked by the chef of the Cantina bar and restaurant, Michael Forde as he is one of the chef that use the products from this valley while cooking in their restaurants. The season was chosen because of the beauty of the nature in that valley. The flowered trees of the fruits that are grown in the valley will create the right expression for the wine sampling and the lunch. As the event is aimed at attracting the people to the valley so that the local producers could benefit from this by organising the winter samplings three to four times in the season when the products are not grown, the producers provide the event organisers with their products and wine.
Overview of the topic and company
The event is a creative one, though its purposes are purely financial. The festival is held in order to attract the potential customers and make the people aware of the valley and its orientation. As the budget of the event is limited, the press release is supposed to cover all the aspects along with the radio interviews and the articles in the Cravings Magazine which is run by a food editor and a photographer. This magazine will touch upon the purpose of the event which is to promote the local wineries, the menu for the lunch that should be presented at the event. Moreover, the print media may include the periodicals and books containing some information about the restaurants, food, wine, travelling, and Australian culture in general.
Goals and Objectives
The current campaign is a unique method of achieving certain goals. The Chittering Festival is an event that lasts for one day in the day time and is based on the cooking demonstrations, wine samplings, excursions to the local wineries and a lunch cooked by one of the chefs of the local restaurants that got used to cook dishes using the local natural products grown and produced by the producers and farmers of the Chittering Valley.
Attracting people to this area would benefit the local producers as those who would come ones are sure to come back again in order to taste the wines produced from the locally-grown grapes and citrus fruits. Wine samplings can be held by the local producers in order to gain some profit. When people come to know about the event they would come for sure.
Outcome objectives include:
- To attract people to the valley to make them buy local products;
- To demonstrate the results of the event in the media in order to attract more wine producers and participants next year;
- To show the natural approach to the wine sampling avoiding excessive drinking;
- To attain effective performance by the local producers at the local market.
Process objectives include:
- To conduct an event;
- To have a chef cooked a lunch for guests;
- To present the categories of products that can be purchased at the valley;
- To conduct the wine samplings;
- To conduct cooking demonstrations by professional chefs;
- To attract more people to the event;
- To ensure the further visits and wine samplings held in this area.
Message Strategy
Trying to attract more people to the Chittering Valley is aimed at financial improvements that are sure to happen in the location after the festival is held. As the interest to the event is limited by its organisers in order to make the event more family-like, it is necessary to inform people and the participants of the event about some potential benefits and outcomes.
So, the key messages that should be communicated are:
- People can buy local products from the producers and wineries being sure that the products are natural;
- The price of the products varies, so a representative of every price band is likely to find some products that satisfy his/her needs and cost limit;
- The price of the producers should be lower than in the market because of the absence of costs spent on distribution and promotion;
- The products can be tasted in order to learn about their quality and the festival allows people to taste the local products;
- Everyone is sure to benefit from the event because the costs for its promotion and advertising include only the press release costs and the benefit will attract more people.
Target Audience
The target group for the Flavours of Chittering Food & Wine Festival includes the following categories of people:
Reference List
Lecture: Flavours of Chittering Food & Wine Festival for Public Relations Media 250. 2010. Web.